Worldwide Short Film Festival / Canadian Film Centre

SHORT ATTENTION SPAN

This was an award-winning multi-media campaign involving TV spots, online videos, extremely short newspaper boxes to distribute programs, and a print ad that let people know this was the festival for people with short attention spans.

Results

Besides the most important result of a sold-out box-office, these campaigns also received awards including a Cannes Silver Lion, a One Show Silver Pencil, Silver at LIAA, Gold at ADCC, a Gold Bessie, Communication Arts, and the Clios.

Anyone Can Upload, Few Can Direct (creative director)

As a follow-up to the Short Attention Span campaign, and in a time with an endless supply of free online content, it was becoming increasingly difficult to convince people to pay to attend the festival when they can stay home and watch videos for free. Quick research into the types of videos circulating online, we came to the conclusion that anyone can upload but few can direct. To demonstrate this we took the world’s most popular viral video "Charlie Bit My Finger" and asked three short film directors to re-imagine it in three strategic genres, a zombie horror, a musical and dark comedy. The result of the campaign made it clear consumers agreed that ANYONE CAN UPLOAD. FEW CAN DIRECT.

Results

This campaign doubled their box office sales, and drove a 60% increase in website traffic and a 945% spike in YouTube channel views. It also was awarded at The One Show Interactive, One Show Entertainment, as well as winning Gold at the Digital Marketing Awards, a Gold Atomic Award, and being featured in Applied Arts Advertising & Interactive Awards Annual.

Worldwide Short Film Festival 2009 - Short Attention Span - Scooter

Worldwide Short Film Festival 2009 - Short Attention Span - Catfight

Worldwide Short Film Festival 2009 - Short Attention Span - Monkey

Worldwide Short Film Festival - 2010 "Psychiatrist"

Worldwide Short Film Festival - 2010 "Frame"

Worldwide Short Film Festival - 2010 "Date"

Charlie Bit My Finger - The Horror (CD)

Worldwide Short Film Festival - Case Study Video (CD)

Print ad (CD)

Print ad (CD)

Maytree Foundation

It's an okay feeling to market gum or detergent, but nothing compares to helping immigrants' credentials become recognized in Canada.

Doctor

MBA

Engineer

Pelmorex - Alert Ready

This simple but powerful animation demonstrates that with mobile alerts sent via Alert Ready, your smartphone now has the power to save a life.

Alert Ready - Life Preserver

Alert Ready - Fire Extinguisher

Philips

Philips wanted to convert razor users to electric by letting them know how much time they could save shaving with the Philips Electric Shaver 9000. We created a 15 second video to demonstrate just how fast a shave could be.

Clover Leaf Seafood

Clover Leaf Seafoods - All Natural

Clover Leaf Seafoods now offer a variety of options that are All-Natural, with no additives, no preservatives and are non-GMO, so we created a sweet spot that follows the journey of a rolling can and a curious girl who realizes where Clover Leaf All-Natural Tuna truly belongs.

Clover Leaf Seafoods - Snack Like A Pro

With Clover Leaf's many varieties of snacks, very convenient and full of protein, we wanted to let people know that this is the best way to snack like a pro. But be ready for what comes with it!

Clover Leaf "Dancer"

Clover Leaf Multimedia 360 Campaign

The Idea: To promote Clover Leaf’s new energy platform, we partnered them up with So You Think You Can Dance, and created the Clover Leaf Energy Zone, where audience members could break out their best moves. We developed it from initial concept to final design and it was featured in every episode. Additionally, we developed an online contest that brought viewer interaction to a new level, developing a community of dance and energy enthusiasts.

Results: Brand tracking after one wave met or exceeded all targets with very high awareness and high relevance and understanding of the main message after only six weeks. Positive brand impressions showed a dramatic shift from product-related attributes to brand related attributes. Online videos were viewed by over 425,000 for a phenomenal average of 3.28 minutes. Clearly, consumers were energized by this campaign!

Philips, Female Grooming

Women spend roughly $10,000 yearly and up to 72 days of their lives on hair removal. We think this is a problem, and we needed to let women know that Philips has the solution.

We wanted to tell women that it’s time to shake up conventional grooming routines. We achieved this by creating online videos featuring Philips beauty products in an unexpected way: showcasing real women discussing grooming challenges, followed by their enlightenment upon trying Philips products that offer convenience and visible results.

(creative director/art director)

Feel Electric - Teaser 1

Feel Electric - Teaser 2

Feel Electric - Teaser 3

Feel Electric - Philips Satinelle Epilator (full video)

Feel Electric - Philips Bikini Genie (full video)

Ontario Nurses Association - Value The Invaluable

The Insight & Strategy: Nurses are the best value in the health care system. Yet they're underpaid, over-worked, and there is a nurse's shortage. So we created a campaign to let the world know that this is a serious issue. The insight was based on the fact that nurses work harder than almost anyone, and make a difference in people's lives every day... so why should they not get the same respect and recognition of highly paid professionals such as athletes and celebrities? After all, if you were deserted on an island, would you rather be stuck with a nurse or a guy who could skate backwards really fast?

The Execution: Before launching the campaign, consisting of radio and outdoor, we wanted to get the actual nurses excited about the initiative. And with 1000 nurses coming to a convention in Toronto just one week after developing the concept, we had to work fast. We wanted to give nurses the treatment they deserved... complete with a red carpet, paparazzi/autograph-seekers, and their very own personalized trading card. Following that were outdoor transit shelters and radio spots to spread the message.

The Results: The campaign not only excited the membership, but also generated incredible earned media in just three short weeks. In the words of the client, Peter Birt, "the campaign generated more earned media than our previous 10 years of advertising combined!"

ONA Play-By-Play - Radio

ONA HatTrick - radio

The Super Shift - radio

Activation

The Motorcycle Show

Every year, people are reluctantly dragged to countless shows that they have no interest in. Some are so niche it’s hard to tell if they're even real. This campaign plays off that insight by introducing a series of fictitious shows that are so ridiculous they might actually be real – in effect highlighting the only show that anyone should really care about: The Motorcycle Show.

Radio "Denture Adventure"

Motorcycle Show - Gnome Show

Radio "Paint"

Mucho Burrito

Strategy: Mucho Burrito's objective was ambitiously three-fold: drive sales overnight, build a brand over time and attract new franchisees. We needed to cut through the cluttered Mexican QSR market and resonate with our key target, young urban adults who enjoy fresh and exciting new food experiences.

Idea: We had to creatively serve up 'authentic Mexican' in a bold and lighthearted way. Our outdoor advertising and in-store collateral featured the icons and rustic visuals of Mexico to deliver the authenticity of the brand, while zesty headlines and radio gave the brand the unique and memorable voice to stand out in the category.

Results: Mucho Burrito is now the fastest-growing Mexican chain in Canada: from 15 locations in 2009 to 82 in 2013. In my first year on the brand, creating a radio and outdoor campaign, same-store sales increased 18%. This was a big reason Extreme Brandz was awarded the food service industry's Pinnacle Award in 2011 for Company of the Year.

Mucho Burrito "Anthem" Radio

Mucho Burrito "Democracy" Radio

Mucho Burrito "Homesick" Radio

Mucho Burrito "Consuela" Radio

Philips Father's Day 2016 "Dad Jokes"

(creative director & director)

With Father’s Day, most brands focus on stereotypical messaging, so this year for Philips, we decided to shift the focus to a campaign that's emotional, humorous, and insightful.

To leverage the idea of Dad Jokes, something that's timeless and genuinely authentic, we first created the very first interactive meme generator built within an actual banner ad, which could then be shared directly from the ad unit onto user’s social media feed. This facilitated engagement and sharable content across social platforms, all while driving awareness of Philips grooming products. To support this, and to strike an emotional chord, we also created online videos, featuring kids and adults, all sharing their personal favourite dad jokes, while promoting the #PhilipsDadJokes hashtag.

Philips Father's Day 2016 - "Dad Jokes" - Rowen

Philips Father's Day 2016 - "Dad Jokes" - Noa

Canada Goose

We were tasked to create a real campaign to capture the authentic roots of Goose. We shot with Daniel Ehrenworth on location in New York City and Montreal.

Share2Feed - Toronto Daily Bread Food Bank

(creative director)

Share2Feed - Toronto Daily Bread Food Bank

Archive: Print /Outdoor / Ambient

Some oldies but goodies.

The client ask for this billboard? Demonstrate that Goodyear tires provide safety in all weather conditions. Oh, and prominently feature the Goodyear Blimp! Done and done.

The Ask: Create something buzz-worthy for Audi, that would garner HUGE media attention for the brand. However, there's not really much of a budget. Oh, and we need ideas to present tomorrow.

The Solution: Given that Toronto was up in arms during the winter of 2014 over the Mayor Rob Ford scandal, we proposed that Audi step in as a possible saviour. Make an offer to the Fords that would rid the city of their shenanigans for good, and Audi become an instant hero. The plan was to park two Audi R8s in front of city hall along with a sign, and simply alert the media. Had this initiative received the green light and the Fords accepted Audi's offer, great, Toronto would be Ford-free! And even if they didn't, we're certain that this PR stunt would have still made international headlines, and be featured on Jimmy Kimmel, who loved to talk about Rob Ford any chance he had.

Branded outdoor street signs were placed on top of various subway and sewer grates throughout the city, to caution consumers of the possible side-effects of the Dr. Bernstein diet.

Results: Listenership increased by 37% within the first year of campaign launch.

Mini speed bumps were placed in-store on both sides of the new Olympus E-3, to highlight the fact that it has the world’s fastest autofocus.

We posted NOW Magazine branded boards, left blank, in subway systems, for people to write whatever they wanted. Originally we wanted to hang markers for people to use, but the TTC wouldn't allow it, saying people could try to hang themselves with the chord. Hmmm... subway platform... wanting to end it... there might be an easier way...

Featured in XTRA Magazine, a gay Toronto publication.

Featured in XTRA Magazine, a gay Toronto publication.

Billboard campaign for Jack Astors, playing off their casual dining experience, and brown paper table coverings/crayons left on each table.

Not letting go of this one, my first awarded ad, a Bronze Marketing Award, done while working in Ottawa at Souris & Petitti.

Archive: Video

Yes, there was a time when the standard aspect ratio was 4:3. And a few older spots are not quite at today's crisp 5K Ultra HD resolution. Please forgive.

Goodlife Fitness - Anthem

The GoodLife Anthem

Idea: Redefine the 'good life' - it's not about hard bodies or unattainable perfection, it's about being physically able to do more and live a better life with the ones you love.

Results: A sustainable 40% lift in website visits, and continually exceeding growing monthly sales targets since the campaign launched in 2010. And GoodLife's founder and CEO David Patchell-Evans, who previously was not a fan of brand advertising, calls it "The best fitness club advertising in the world!".

KFC - Scream

Trident Splash "Bus Stop"

We successfully launched Trident Splash in Canada with this spot which earned a Bronze Cassie for effectiveness.

KitKat "Socialites"

KFC "911"

This spot launched 'Boneless' Wings' in Canada.

Pizza Hut "CEO"

One of my faves. At a time when Pizza Hut was obsessed with 'innovation', they were missing one thing: a basic oven-baked crust pizza. Hence this spot.

MS "Vanishing Bikes"

Kelloggs Extra "Hair"

Benylin "Imagination"

My dream of featuring a 'clicker' in an ad finally became a reality. I can happily retire now.

Kraft Dinner "Viking"

General Motors "Superfan"

Alpine "Beerherder"

Workopolis "Coping With Bliss - Launch"

Workopolis "Coping With Bliss - Coffee"

Workopolis "Coping With Bliss - Mask"

Workopolis "Coping With Bliss - Mask"

Workoplis "Coping With Bliss"

web content

Liquidation World "Eyeballs"

Liquidation World "Drool"

Panasonic "Parents"

Rogers "Cufflinks"

Rogers "Overtime"

General Motors "Everybody"

My very first commercial. Who knew reindeers were real?! They were actually shipped in from up north. Yes, seriously.